Brand Tone

Aspirational, trendy, and confident

Brand Values

• •Confidence and Empowerment
• •Accessible Style
• •Passion for Fashion
• •Modernity and Quality
• •Community and Lifestyle

Best Practices

• •Always connect the product back to the core value of confidence, framing it as evoking a certain feeling.
• •Continue to associate the brand with a chic, European travel lifestyle to reinforce the aspirational tone.
• •Consistently use the key phrase "modern & classic" to define the brand's style, appealing to both trendiness and longevity.
• •Regularly mention affordability and value in marketing to pair a high-end image with the message of attainable style.
• •Actively feature user-generated content from real customers to build social proof and make the aspirational lifestyle feel more real and inclusive.

Social Perception

Aya-s Europe is perceived as a trendy, online-first European fashion boutique, actively building its reputation as a rapidly growing brand. Its perception is largely controlled by its polished marketing and social media presence, with positive internal narratives supported by high product reviews on its own site, while external independent reviews are still limited due to its newness.

Copy Examples

• •That Wednesday feeling just got better. ✨ Meet the 'Tuscany Sun' dress, designed to give you that main-character energy all season long. Modern lines, classic comfort. Tap to make it yours. #AyaStyle #EndlessSummer #NewCollection
• •Headline: Scandinavian Style, Made for You. Body: Discover Aya-s Europe. We create modern, affordable pieces so you can feel confident and chic every day. From our viral braided bag to our latest drops, find your new favorite outfit. Shop Now for 1-2 day delivery!
• •What fits in my Aya Bag? MacBook (13") ✅ Wallet & Keys ✅ My favorite lipstick ✅ A good book ✅ Literally everything I need. ✨ Caption: The only bag you'll need this season. As stylish as it is practical. #AyaBag #VeganLeather #WorkTote #EverydayBag
• •INSIDE: This Week's Hottest Drops Are Here 🔥
• •Command the room without saying a word. Our 'Stockholm' blazer features a tailored, modern fit that feels both powerful and effortlessly chic. Crafted for the woman who leads with style, it as the perfect piece to elevate your look from the office to after-hours. Because confidence is always in fashion.